For TCM’s 13th Annual Classic Film Festival in Hollywood, New York-based creative agency Sibling Rivalry stepped in to take the channel’s new rebrand from the screen to the fest.
In 2021, Sibling Rivalry worked closely with TCM on a brand overhaul, giving it a new tagline – “Where Then Meets Now” – and refreshing its logo and overall look.
For the festival, which is returning to an in-person event after two virtual years due to the pandemic, Sibling Rivalry worked on out-of-home, environmental, merchandise, trailers, festival IDs, and on-screen graphics, as well as a special opening night experience.
“When we’re working with sub-brands and franchises that require their own distinct identities, we walk a fine line between staying close to the master brand and also creating something entirely new,” said Sibling Rivalry’s Executive Creative Director Lauren Hartstone in a statement. “Working with TCM Creative Director Katie Daniels and her team, we developed a distinct identity for their iconic festival that works as an extension of the master brand and also film festivals of the past, was an incredible opportunity to practice thoughtful design and brand architecture.”
For example, while the “C” in the master TCM logo serves as both an activator and storyteller, the “C” in the TCM Film Festival logo is a nod to the film reel that previously made up the TCM Film Festival logo. Building off that custom C – and overlapping circular motifs, texts, and shapes – Sibling Rivalry crafted a modern identity for the festival that pays homage to classic film and speaks to movie lovers of all generations.
Among other events, the festival will include a 40-year retrospective of ET The Extra-Terrestrial with a panel hosted by TCM’s Ben Mankiewicz and featuring director Stephen Spielberg as well as stars Drew Barrymore, Henry Thomas, Dee Wallace and Robert MacNaughton at the TCL Chinese Theatre in Hollywood. After the panel, the festival will screen the IMAX restoration of the 1982 film.
The 13th Annual TCM Classic Film Festival runs April 21-24, 2022, in Hollywood.